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SOURCE:	Philology. Theory & Practice. Tambov: Gramota, 2021. № 4. P. 1155-1160.
SCIENTIFIC AREA:	Philological Sciences
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https://doi.org/10.30853/phil210146

The Anglo-American Borrowings in the German Marketing Terminology: Diachronic Aspect

Kalashnikova Yulia Mikhailovna, Sidorenko Yulia Nikolaevna
Omsk Academy of the Ministry of Internal Affairs of the Russian Federation

Omsk State Technical University

Submitted: 27.02.2021

Abstract. The research objectives are as follows: to identify transformations of the English borrowings in the German terminology of marketing, to reveal current tendencies of this terminological system development. The article examines extra-linguistic factors influencing the process of the English marketing terms borrowing in the German language. Scientific originality of the study lies in the fact that the authors for the first time provide a comprehensive sociolinguistic description of the English borrowings in the German terminology of marketing. The findings justify the thesis that predictions of 2005 on the growing role of the borrowed English terms in formation of the German marketing terminological system are still relevant.

Key words and phrases: английские (англо-американские) заимствования, немецкая терминология маркетинга, межотраслевые термины, интернет-маркетинг, социолингвистический подход, English (Anglo-American) borrowings, German terminology of marketing, intersectorial terms, Internet marketing, sociolinguistic approach

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